It endlessly gives you notifications (see below on how you can turn those off) and shares your ‘favourite memories’ with you.

I don’t know what you classify as a memory, but whiny statuses you wrote when you were 15-years-old never rank high in my ‘Best Memories Ever’ list.

Social media is an often overwhelmingly positive way of communicating with others. But, using it as a teenager completely unaware of the need for privacy settings can bring back some awful and frankly embarrassing memories.

Some memories are meant to remain buried. Yes, this is social media, but our lives are so entwined with the digital world that it can be difficult to separate what is real and what is not.

This is particularly the case for younger users. The only positive of On This Day is that is a sharp reminder that what you post does not disappear, even with the strongest privacy settings.

My Facebook 'On This Day' notifications are a daily reminder that I should not have been allowed on social media 5 years ago

Shielding yourself from bad memories is also a lot harder than it needs to be. Going through a divorce? You probably don’t want Facebook to remind you with couple photos. Bad anniversary? You don’t want notifications straight to your phone about it. The list goes on.

Facebook, your algorithms are clumsy. Your system makes blind assumptions based on smiles or family members in the frame; a ‘congratulations’; the anniversary of a Life Event. But you do not know us. We may tell you what is in our lunches, but we do not always tell you how we feel. For you to assume that you have the capacity to select ‘appropriate’ Memories from our page content is not only arrogant but dangerous.

But On This Day is an obvious attempt for Facebook to remain relevant with its users. By forming a mental connection between good memories and the social media site, Facebook attempts to even further surface as a destination for expressing happiness.

Engagement? Post it on Facebook – with a token photo of a diamond ring and a changing relationship status.

Holiday? Make sure you plague others with never-ending snaps.

There is a deep problem with this connection, in my opinion. When you experience something positive, your first reaction should be to enjoy it. Not to post it on Facebook for the world to see. The need to publicise your happiness can result in a sense of anxiety when it’s not publicised, or even worse, not appreciated once publicised.